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Development and test of a multidimensional scale of blog engagement

Development and test of a multidimensional scale of blog engagement One of the most important areas of social media measurement is engagement; however, industry measures that equate engagement with social media interactions are often inadequate. This study contributes to the ongoing discussion about how to conceptualize engagement and introduces a valid, reliable scale for measuring blog engagement that is grounded in qualitative research. The qualitative research resulted in four dimensions; however, one of the dimensions did not make it through the data analysis process. The resulting blog engagement scale consists of presence, virality, and utility dimensions. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Public Relations Research Taylor & Francis

Development and test of a multidimensional scale of blog engagement

Development and test of a multidimensional scale of blog engagement

Journal of Public Relations Research , Volume 28 (3-4): 19 – Jul 3, 2016

Abstract

One of the most important areas of social media measurement is engagement; however, industry measures that equate engagement with social media interactions are often inadequate. This study contributes to the ongoing discussion about how to conceptualize engagement and introduces a valid, reliable scale for measuring blog engagement that is grounded in qualitative research. The qualitative research resulted in four dimensions; however, one of the dimensions did not make it through the data analysis process. The resulting blog engagement scale consists of presence, virality, and utility dimensions.

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References (110)

Publisher
Taylor & Francis
Copyright
© 2016 Taylor & Francis
ISSN
1532-754X
eISSN
1062-726X
DOI
10.1080/1062726X.2016.1204303
Publisher site
See Article on Publisher Site

Abstract

One of the most important areas of social media measurement is engagement; however, industry measures that equate engagement with social media interactions are often inadequate. This study contributes to the ongoing discussion about how to conceptualize engagement and introduces a valid, reliable scale for measuring blog engagement that is grounded in qualitative research. The qualitative research resulted in four dimensions; however, one of the dimensions did not make it through the data analysis process. The resulting blog engagement scale consists of presence, virality, and utility dimensions.

Journal

Journal of Public Relations ResearchTaylor & Francis

Published: Jul 3, 2016

Keywords: Blogs; engagement; instrument development; measurement; social media

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